We’ll teach you the stuff you need to know
We target your Scoop U attendance 6 to 8 weeks prior to your shop opening (or just prior to a shop transfer) to keep content fresh and relevant. Our curriculum covers the “scoop to nuts” of shop operations:
- Product Quality, Scooping and Menu Items
- Cakes, Catering and Special Events
- Cleaning and Maintenance
- Marketing and Public Relations
- Social Mission/Community Involvement
- Human Resources/Staffing
- Customer Service Skills
- Cash Handling, Security, and Our POS System
- Cost Controls and Financial Management
Plus, to give you the full experience, you’ll tour our ice cream factory in Waterbury, Vermont and stand in on some shifts in one of our local company-owned Scoop Shops.
A lot goes into your big moment!
There is a lot of work that needs to be coordinated and completed to get your store open. Our field team has a detailed process in place to help you ensure it goes as smoothly as possible. Through regular communications and visits, the Ben & Jerry's field team will help keep you on track. Below is a summary of opening services provided by the field team:
Pre-opening/Pre-transfer business consultation:
- Theoretical cost of goods review and break-even analysis
- Suggestions for labor planning and scheduling
- Review of compliance and reporting requirements
- Local store marketing planning
The scoop shop visit will cover:
- Ensuring all areas of the shop are properly set up
- Our history and social mission
- Our flavors, scooping and menu items
- Food handling, allergy concerns, foreign objects
- World-class customer service
- POS system and cash handling
- Production: cakes, waffle cones, baked good, novelties
- Inventory procedures and ordering
- Opening, closing and daily procedures
The Soft Opening includes a “Friends & Family” session before going live to the general public. Our field rep stays on site during your first day of business, and will follow up by phone to help your first few weeks go smoothly. You’ll plan a Grand Opening event for 6 weeks or so later.
We keep in touch because we care
We pride ourselves on keeping an open dialogue with our franchisees in a variety of ways.
The Rolling Cone, our franchisee web site, is our official means of communication with the franchise network. Franchisees log in regularly to get the latest updates on what is going on in the system. The site contains current marketing information, a document library, message boards, important contact information, our Operations Manual, and more.
We encourage and facilitate ongoing communication between franchisees and Ben & Jerry’s staff. Our Franchise Annual Meeting each January is a highlight of the year, as we gather for 4 days to discuss new initiatives, marketing, sales growth, and success stories from our franchisees. The meeting includes a community engagement project, an awards ceremony, and a closing costume party that’s always memorable. Additionally, we host periodic system-wide video calls on a variety of topics.
The Franchise Advisory Council consists of eleven franchisees, nine of whom are elected by their peers, along with two appointed members. The FAC meets with the Ben & Jerry’s leadership team at least twice a year in person as well as regularly by video call. Each FAC member also serves on one of several committees, which meet regularly. The FAC’s role includes bringing feedback to Ben & Jerry’s from the franchise community and enhancing communication, discussing and advising on key strategies, initiatives, marketing plans and technology, reviewing vendor proposals, and field-testing new products.
Global euphoria awaits
Our delicious products are available in locations around the world. You can find Ben & Jerry’s in supermarkets, corner groceries, convenience stores, movie theaters, sporting venues, beaches and parks, and more. The names of many of our flavors have become rather famous, like Cherry Garcia, Chunky Monkey and Phish Food. And we’re adding new flavors all the time.
Marketing
We’ve put together a very talented Retail Marketing Team dedicated to helping franchisees. Here are some of the activities and materials they’re responsible for:
Designing in and out-of-shop promotions
- Point of Purchase (POP) materials
- Online media placements
- Sampling programs
- Artwork for print media
Activating major brand campaigns
- Free Cone Day
- Contests
- Social Mission tie-ins
Creating Local Store Marketing (LSM) tools
- LSM web site
- Frequency tickets/coupons
- Benefit Night program
- Holiday resources
- Press release templates
- Scoop Shop web sites
- Chunkmail emails
Enhancing the shop experience
- Merchandising elements, and more
Technology and ice cream, you bet!
We’ve developed a whole suite of proven tools to help you manage your Scoop Shop, many of them built into the Operations Manual. These tools include:
- POS System
- The Rolling Cone
- Financial Management and Cost Control
- Staffing
- Local Store Marketing Website
- And More
We also use the Internet to drive sales, and keep our fans engaged with the Ben & Jerry’s Brand.
- Email Campaigns
- Scoop Shop Websites
- Social Media
- Online Advertising
- And More
Scooping your way to success
It may seem like owning a Scoop Shop just means opening the doors to your shop, and selling cones and cups of amazing ice cream and other tempting treats. Over the years we’ve discovered there are a lot of other great ways to build revenue. Here are some of the most important ones:
- Building strong catering accounts with local businesses, organizations, and individuals
- Ice cream cake sales (birthdays and celebrations happen year ‘round!)
- Taking mobile carts to community events, fairs, and festivals
- Mobile cart sales at local sporting and concert venues
- Ben & Jerry’s Gift Card sales
- Co-op marketing opportunities with local businesses
- Helping local groups with fundraisers
Download our Franchise Disclosure Document (FDD)
The Franchise Disclosure Document (FDD) outlines the relationship between franchisee and franchisor, and the rights and obligations of both. It is presented in a format prescribed by the Federal Trade Commission and includes information on start up costs and fees, financial information about the company, information on stores that have opened, closed, and transferred in the last three years, and copies of our agreements.
The International Franchise Association has information on buying a franchise in their About Franchising web resource. Likewise, the Federal Trade Commission publishes Buying a Franchise: A Consumer Guide which you can download online.
Start on the path to opening your own Scoop Shop
Our next phone call will include a review of your application package, and a more in-depth conversation on business acumen. If we both feel comfortable moving forward, we will open our network of franchisees up to you so you can begin having the crucial conversations you’ll want to have on what it’s like to be a Ben & Jerry’s franchisee. Looking ahead, the final step in our process is a visit to the Ben & Jerry’s company headquarters in South Burlington, Vermont for Discovery Day.